How Standards and Certifications are Shaping the Future of Muslim-Friendly Tourism

At the 4th World Islamic Tourism Conference (WITC), a standout panel discussion titled “Standards: The Key to Winning Over Muslim Tourists” dove into the crucial role certifications and standards play in shaping the future of Islamic tourism. With more and more Muslim travelers seeking destinations that cater to their religious and cultural values, maintaining high standards in tourism is becoming more important than ever.

Moderated by Marina Muhamad, Director of Industry Development at the Islamic Tourism Centre, the panel brought together industry experts including Alex Castaldi, Chief Operating Officer of Sunway Hospitality Group; Dr. Barbara Hayat Ruiz-Bejarano, Coordinator of The Andalusi Medina Network; Myra Paz Valderrosa-Abubakar, Undersecretary of the Department of Tourism Philippines; and İhsan Övüt, Secretary General of the Standards and Metrology Institute for Islamic Countries (SMIIC). Together, they explored how applying Muslim-friendly standards builds trust, improves customer experience, and helps unlock the potential of the booming halal tourism market.

Standards as the Foundation of Trust

The discussion kicked off with a focus on how essential certifications and standards are in building trust between Muslim tourists and service providers. In today’s competitive tourism market, certifications like halal food, Muslim-friendly hospitality guidelines, and quality assurance standards are no longer just “nice to have” – they are critical.

Alex Castaldi, COO of Sunway Hospitality Group, emphasized how standards help ensure consistent, high-quality experiences. “Muslim travelers aren’t just looking for halal food. They want their entire experience to align with their values, from check-in to check-out. Certified standards give them peace of mind, knowing their religious needs are being respected,” he explained. Castaldi added that these standards foster not only loyalty among Muslim travelers but also appeal to a wider audience who value culturally sensitive environments.

He went on to highlight that standards go beyond the basics: “It’s not just about having a prayer room or halal meals. We need to integrate Muslim-friendly practices into every part of the guest experience—from room design to customer service. At Sunway, we’ve found that attention to these details not only enhances the guest experience but leads to repeat business from Muslim travelers.”

Misconceptions and Challenges of Implementing Standards

A key topic was whether implementing these standards is difficult or expensive for tourism businesses. İhsan Övüt,Secretary General of SMIIC, addressed these concerns head-on. “There’s a common misconception that getting Muslim-friendly certifications is overly complicated or costly,” Övüt said. “Yes, the process can be rigorous, but it’s far from impossible, and the rewards are long-lasting. Increased customer trust, stronger brand loyalty, and access to a market of 1.9 billion Muslims are just a few of the benefits.”

Övüt also stressed the importance of international cooperation in standardizing these certifications. “Countries need to work together to create unified standards so that Muslim travelers can expect a consistent experience across destinations. Harmonized standards will reduce barriers and make it easier for businesses to adopt them,” he added.

Are Standards Worth the Investment?

Dr. Barbara Hayat Ruiz-Bejarano, Coordinator of The Andalusi Medina Network, tackled the big question: Are these standards worth the investment? Her answer was a resounding yes. She pointed to the immense economic potential of the Muslim travel market. “Standards aren’t just a checkbox for compliance—they are a framework that benefits everyone. Muslim travelers get the reassurance that their needs will be met, and service providers gain access to a highly lucrative market. Destinations that don’t adapt will get left behind,” she noted.

Ruiz-Bejarano shared success stories from Andalusia, a region with deep Islamic heritage, where Muslim-friendly tourism has been thriving. “In Andalusia, we’ve seen how adopting Muslim-friendly standards has attracted an influx of Muslim travelers. These tourists aren’t just interested in the history of the region, but they also want modern hospitality that respects their religious values,” she explained.

The Economic Power of Muslim Travelers

The conversation then shifted to the broader economic impact of Muslim travelers on global tourism. Myra Paz Valderrosa-Abubakar, Undersecretary of Tourism in the Philippines, discussed how Muslim-friendly standards are driving economic growth in Southeast Asia.

“The Philippines has a growing Muslim population, and we’re seeing increasing interest in halal tourism. To attract more Muslim travelers, we’re focusing on ensuring our services meet international Muslim-friendly standards, from halal-certified restaurants to Muslim-friendly hotels,” she said. Valderrosa-Abubakar also highlighted government efforts to promote Muslim-friendly tourism, including hospitality training programs and partnerships with global certification bodies.

“We believe investing in these standards now will lead to long-term growth in our tourism sector. Muslim travelers represent an untapped market, and we are positioning ourselves to become a top destination for them,” she added. Moreover, she emphasized that adopting these standards contributes to a more inclusive and welcoming tourism environment, benefiting all travelers.

Technology’s Role in Making Standards Accessible

The panel also touched on how technology can make it easier for businesses to implement and maintain standards. Alex Castaldi remarked, “Technology is a game-changer when it comes to certification and compliance. From online staff training to digital checklists, tech tools make it easier for businesses to adopt and uphold Muslim-friendly practices. They also allow businesses to gather real-time feedback from Muslim travelers to improve their services.”

Dr. Ruiz-Bejarano agreed, adding that technology is also improving the travel experience for Muslim tourists. “Mobile apps that provide real-time info on halal-certified restaurants, nearby prayer facilities, and Muslim-friendly accommodations are becoming essential. Destinations that leverage these innovations will have an edge in attracting Muslim tourists,” she said.

A Unified Vision for the Future

As the discussion came to a close, the panelists agreed that the future of Muslim-friendly tourism depends on widespread adoption of these standards. Destinations and businesses that embrace Muslim-friendly certifications will not only gain the trust of Muslim travelers but also set themselves up as leaders in a growing market.

Marina Muhamad wrapped up the session by stating, “Muslim-friendly standards aren’t just an option anymore—they’re essential for any destination that wants to thrive in today’s global tourism industry. The industry is evolving, and those who adapt will lead the way.”

The discussion ended on a high note, with panelists urging tourism stakeholders to see standards not as a burden but as an opportunity to lead the way in creating a more inclusive, respectful, and economically vibrant tourism industry.